Discussions and Workshops

Discussions and Workshops are 1 hour sessions suggested and led by Stream participants. Read on for the latest thinking with topics ranging from "Artificial Intelligence: will it overwhelm us?" to "Can there be a future without ads?". For more, go to the Stream Medium page and YouTube. Or for a daily dose of Stream, you can find us on Twitter or Instagram.

Bob Burgoyne

Kantar - TNS

What is the role of insight in a highly targetable world?

Today brands are able to target consumers based on their past purchase behaviour, their implicit demographics, their social graphs, their location – an ever increasing and more detailed list of variables. In this context, what is the role of ‘market research’? Are attitudinal segmentations based on a 40 minute survey relevant any more? Or are behavioural cues and context better at generating leads and sales through timely targeting?